October 1-15, 2017 Volume 6, Issue 8 `100

The 1st

The Who’s Who of Indian web publishers participated in this first ever initiative to reward excellence in web publishing. Nineteen came out tops.

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This fortnight... Volume 6, Issue 8 ur Cover Story this fortnight is extremely special. While it may look like a EDITOR Sreekant Khandekar Oregular ‘awards story,’ it stands for something much, much bigger. First of all, PUBLISHER October 1-15, 2017 Volume 6, Issue 8 `100 this was the first time websites in English and Indian languages were felicitated for Prasanna Singh their work and initiatives; they were judged on a spectrum of parameters such as EXECUTIVE EDITOR content, brand partnerships and overall user experience. Ashwini Gangal The 1st ASSOCIATE EDITOR Sunit Roy In India, web publishing has been around for over two decades. If that number PRODUCTION EXECUTIVE seems a touch too large, and if web publishing feels like a much younger industry, Andrias Kisku The Who’s Who of Indian web publishers participated in don’t fret. That’s a cognitive error we’re making, collectively. We’re making it ADVERTISING ENQUIRIES this first ever initiative to reward excellence in web publishing. because the business of online publishing is changing every day. Existing players Shubham Garg Nineteen came out tops. are still experimenting and newer ones, some highly specialised, are mushrooming 81301 66777 (M) constantly. All of them grapple with similar issues: What’s better, mobile site or app? Apoorv Kulshrestha 9873824700 (M) How does fake news affect my business? Are these algorithms out to get me? Is video Noida advertising worth it? Nikhil Jhunjhunwala DI 20 9833371393 (M) Mumbai Now, on to my favourite part: at the Digipub Awards, which, mind you, saw [email protected] the participation of almost every major publishing group and website out there, the MARKETING OFFICE brand that swept the show, is a toddler in the universe of web publishing - The B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh Quint. The news platform won five Golds, two Silvers and the Website of the Year (English) title. MUMBAI 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), This reminds me of a Cover Story we published last June. It was an interview Mumbai - 400050 with Raghav Bahl, who runs The Quint along with his wife and business partner SUBSCRIPTION ENQUIRIES Ritu Kapur. He said, at the time, about his decision to jump into the world of online [email protected] news publishing, “I’m ready to pump in whatever it takes to be successful. We’re Owned by Banyan Netfaqs Pvt Ltd and confident and ambitious and want to grow fast and big in our second innings... Printed and published by we still love being in the media business... also, there was a point to prove to the Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, world…” He seems to be doing just fine, I’ll say. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

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Ashwini Gangal Cover Design Arti Virmani [email protected] CONTENTS 22 8 VOOT Smart Navigation A look at Voot’s new non-fiction show which embeds digital into the format.

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LEVI’S Shaping it Right With this campaign, the denim brand celebrates SOFY TAMPONS KASHMIR RAJEEV RAJA women who have shaped Candid Marketing Warm and Inviting Mogo Man their world on their own The feminine hygiene brand The creative team moves away Sonic branding. Does it work terms. discards subtlety. from showcasing landscapes. for marketers?

afaqs! Reporter, October 1-15, 2 0 1 7 5 e SOFY TAMPONS Candid Marketing Feminine hygiene brand Sofy discards euphemism and subtlety, opting for ‘real words’. By Shweta Mulki

he feminine hygiene narrative, information that educates girls and And once she becomes aware, she specifically the ad lingo solves their problem in a fun and realises that there’s no stopping her.” Trelated to menstruation, has forward thinking way,” explains Nada. Commenting on the copy-to- come a long way; slowly making an How did the creative team execution process, Sengupta says, adamant transition from predictable interpret this? Bindu Sethi, chief “Before cracking the communication, visual imagery with motifs like the strategy officer, JWT, Delhi, says, “In the team asked themselves - ‘What ‘blue liquid’ and ‘white clothing’, to India tampons are invisible - on the is the single most important thing communication that is more frank, shelves or inside a women’s mind. As that tampons do? Simple, it lets you open and ‘unembarrassed’. an all-women team across planning, get into water while on your period! And, riding this wave of ‘frankness servicing and creative, all we had to Once we identified that, everything in feminine hygiene’ is Sofy Tampons do was mirror our own experiences was simple.” which under its fresh campaign - of using or not using a tampon. While #EmbraceTheNew - claims to have working on the brief, we had our own HAVE THE FILMS DONE launched India’s first commercial ‘Tampon Initiation Moment’. Within THEIR JOB? campaign for tampons. Starting with the team there were two camps - one Narayan Devanathan, group two digital films, the brand uses the rooting for it and the other resisting it, “As an all-women executive and strategy officer, Dentsu ‘inform and educate’ treatment to much like the Tampons ‘all you need team across Brand Agencies, says, “Somebody tackle fears and myths around the to know’ film.” had to start somewhere; Sofy is that product and does so by embracing The category, globally, over the planning, servicing somebody and this is their chosen words like ‘vagina’ and ‘virginity’. years, has kicked taboos and ‘chased starting point. And perhaps that’s all Tampons sales aren’t as high as change’ in its communication. From and creative, that matters. Someone may have a those of sanitary pads in India, but the a Tampax ad featuring Friends star all we had to do problem with the tampon-in-beaker last couple of years have seen tampon Courtney Cox and ads with chirpy as the demo device. Others may have brands move beyond pharmacies pirouetting women in the ‘80s, to was mirror our an issue with the idea that women and trickle into supermarkets and the viral videos by Hello Flo’s ‘Camp own experiences.” even have fun on their minds during general stores in urban India. Sofy, Gyno’, and UbyKotex a few years their periods. Sofy will learn and a brand owned by Japanese FMCG ago, and Bodyform’s ‘bloody tampon’ BINDU SETHI sharpen their message and make it more interesting as time goes by.” The category, globally, over the years, has kicked myths around tampons and launch He also adds, “Like its parent the product too. Instead of being company Unicharm did in another taboos and ‘chased change’ in its communication. overwhelmed by the task, we decided category with Mamy Poko Pants major Unicharm (also the makers of work in 2016, tampon ads have to spark off a conversation that girls pant-style diapers - and its softest MamyPoko Pants diapers), entered transitioned from ‘subtle and cheery’ were dying to have. Their unasked critics will accuse that brand of being India in 2012 with their sanitary to ‘frank and funny’. questions suddenly had answers.” formulaic - Sofy will probably create napkin range. How about the Indian market? Sengupta explains that the first and win this category before the On the timing of this new Sambit Mohanty, national creative film busts every myth a girl has about competition wakes up and decides it’s campaign, Hiroki Nada, brand director, JWT, Delhi, says that the all- tampons and that ‘it does that in worth playing catch up.” manager at Unicharm, says that while girls team working on the campaign a candid way - pretty much like a Kainaz Karmarkar, chief creative tampons have been on the shelf for felt that the challenge was to put locker room conversation between officer (west) at Ogilvy & Mather, some time, no brand has taken the the consumer at ease about a topic girls.’ “This is important, because for feels that the video delivers on its title, responsibility to educate the young they’d otherwise be closed to. “I think someone to adopt a personal hygiene which reads - ‘Everything you need Indian girl about the barriers and they tackled this cleverly by placing product like tampons, she needs a to know about using tampons.’ “You myths surrounding their usage. a product demonstration in a candid personal recommendation,” she adds. cannot fault this communication on “Search volumes have been rising setting,” he adds. On the second film, the team clarity. They have not been shy about and the category is also growing; Sumitra Sengupta, executive explains that “it is about that one girl calling out body parts and explaining hence, we spotted this opportunity creative director and vice president, we all know, who sits by the poolside unabashedly how and why a tampon as a huge potential in the market JWT, Delhi, says, “For the first and can’t have fun because she is works.” n and have taken the onus to share time, we set out to educate, dissolve unaware of the power of tampons. [email protected]

6 afaqs! Reporter, October 1-15, 2 0 1 7 INDIA’S NO.1 URDU NEWSPAPER rediscovered redefined refreshed l VOOT Smart Navigation A quick look at VOOT’s new non-fiction show. By Anirban Roy Choudhury

et’s Google it” is the best answer to any question asked Ltoday. How to tie a knot, how to this and how to that... are the most common Google searches these days. Web series sensation, Sumeet Vyas, does the same in VOOT’s new show, ‘Stupid Man Smart Phone’. In the show, Vyas is assigned to scale treacherous mountain passes, traverse river rapids, battle wildlife in the forest, and beat the gruelling desert sun. The journey is divided into three terrains and in each he will have a companion. Whenever and wherever the duo get stuck, they can reach out to their smartphone, search, find a solution, and move on. ‘Stupid Man Smart Phone’ is a British drama which Viacom18’s video-on-demand streaming service, VOOT, has adapted and recreated for Indian audiences. Produced by BBC Worldwide India, the nine episode series stars Evelyn Sharma, Sahil Khattar and Karan Kundra as content head, VOOT. selections from our Content Day last Vyas’ companions. Three of the nine On the British show, comedian year,” informs Siddharth Banerjee, episodes are currently streaming on Russell Kane plays the anchor and the EVP marketing, Vodafone. The telco VOOT. show is heavily dependent on its cast. was excited about the central premise India is accustomed to watching Vyas’ funny bone sense of humour and storyline; the brand found the international formats on television, made him the Stupid Man in the script to be a natural fit to promote especially those that garner good adaptation, “The flavour of the show Vodafone SuperNet as a data-strong ratings — ‘Kaun Banega Crorepati’, is adventure with comedy; it’s a light- network. ‘Bigg Boss’, ‘Indian Idol’ — all of hearted reality series where survival When it comes to web-series which are non-fiction adaptations is the challenge. The brief was that integration, Banerjee and his team of international formats. But what we need to have people whom you at Vodafone like to get in on all drives the digital platform’s attention won’t imagine in such places. Vyas is the discussions, “...right from the towards it? not a regular stand-up guy, he doesn’t concept stage.” “Fundamentally, the digital need a script, his natural reaction “Instead of bringing Vodafone has its own Key streaming world is now becoming has comedy in it and that’s what we a music show or any Performance Indicators (KPIs) fairly mainstream. In this world we wanted,” informs Shergill. through which it will calculate the have seen quality scripted content Social media popularity was also other formats and return on this investment, “While being produced so far and in the a criteria, says Gandhi, adding, “We doing it on digital, we some of the input KPIs will be views last year, be it our shows or Inside wanted people with huge social decided on this one et al, the core metrics will be on mind Edge, the quality is getting better. media following because even when measures and whether it helps our In the same streaming world no the show was being filmed, they were because in this show, business outcomes,” says Banerjee. one really did a non-scripted reality constantly interacting with their fans digital is organically The production quality is a key show, whereas ‘Bigg Boss’, ‘Khatron and the fans were guiding them; factor and the terrains were not only Ke Khiladi’ and ‘Roadies’ does very that’s the format of the show.” embedded into the challenging for the cast but the crew well. So we thought, why not create The show has roped in Vodafone format itself.” as well, ensuring production teams a reality show for the digital platform as ‘title sponsor’ and Motorola as MONIKA SHERGILL had to deal with many difficulties and set a new benchmark,” says ‘powered by’. In the show, Sumeet while filming. “In Tamil Nadu we Gaurav Gandhi, COO, Viacom18 Vyas and his companion use had heavy rainfall to deal with; in Digital Ventures. MotoG smartphones powered with lot in the last year and a half - has Rajasthan we had to deal with distance “This format won at MIP last year Vodafone’s network. “They were a the improvement helped AVOD as locations are far apart; in Arunachal and we were very keen on picking natural fit for this format. When platforms get more money from Pradesh the roads are so steep that it up. Instead of bringing a music you’re doing a show like this you advertisers? “Advertising will get better just getting around from one place to show or any other formats and doing can’t stuff in more brands; the digital with time. Next year when BARC another was the biggest challenge,” it on digital, we decided on this audience is very discerning, if you starts measuring streaming services, recollects Soniya Kulkarni, head, one because in this show, digital push a brand they will reject the digital advertising will take a different creative and business development, is organically embedded into the show,” opines Gandhi. turn altogether,” feels Gandhi. BBC Worldwide India. n format itself,” adds Monika Shergill, While content has improved a “This association is one of the top [email protected]

8 afaqs! Reporter, October 1-15, 2 0 1 7 MID-DAY GUJARATI NOW IN ITS MOST VIBRANT AVATAR further enriched more relevant ee RAJEEV RAJA “Clients are calling us for Mogos” Ranjan Kapur and Subhash Kamath are now part of the advisory board of BrandMusiq, a sonic branding outfit. We interviewed Rajeev Raja, co-founder of the firm. By Ashwini Gangal

ajeev: Close your eyes, listen How so? to this music. You’ll see some One of the problems agencies have Rimagery, it’ll trigger some today – and I know this from personal memories. Don’t try and analyse experience – is uncertainty about it. We’ll talk about these images taking a call on music. Clients react to afterwards. the jingles they (agencies) make with Rajeev plays his famous metallic flute for statements like, ‘I don’t like it, but a few minutes, while I do as told. I don’t know why’. They say things Rajeev: What did you see? like, ‘Yeh jum nahi raha hai...’ Me: I saw the Himalayas, green But our process clearly lays down pastures, shepherds, sheep and blue the guidelines for the master sound skies. (that is, the mogoscape or sonic Rajeev: (smiles) That’s not by palette – a 90-120 second long piece accident; it’s by design. of music, which takes around three What I heard was his composition months to create) for the brand. built on a specific scale - the Rajeev Raja: on a musical note Brands are moving from overt ‘Hamsadhvani Raag’; titled ‘peace’, it communication to subtle experiences. invariably evokes the kind of images I incremental awareness, but I wouldn’t clients and start presenting, they say, Agencies look at brands more from a saw in my mind’s eye while listening say there’s been a sea change. Sound ‘Don’t preach to the converted; we communication sense, not so much to it. and sonic identity have never been understand the importance of sonic from an experiential sense. With our A new image pops into my mind seriously thought of. But the media branding. Now show us what you’ve expertise, agencies can considerably now — of Rajeev playing his flute space has changed. When I was at the done...’ That’s progress. So yes, it enhance their offering to clients. in a boardroom, as 25 management peak of my (agency) career, television is better today than it was when we That’s why we prefer to go to clients executives seated around a long table had to be the primary medium. started out. We’ve started getting cold directly... listen. In Rajeev’s world, that’s what a Today the consumer has four screens calls. Clients are calling us and saying, client pitch looks like. – smartphone, laptop, television and ‘We want a Mogo’. That’s huge. The … as opposed to going to clients After spending over two decades multiplex. Imagine these screens word Mogo is gaining currency. But through their agencies, you mean? in the advertising industry, Rajeev without sound. Today the importance my dream is for the word ‘Mogo’ to Yes, (if we go through the agency) launched BrandMusiq, a sonic of sound is all pervasive. be as ubiquitous as ‘USP’. what happens is – you then try to branding agency, in 2012, along with Clients pay a whole lot of money match the sound for a television spot the late J.S. Mani. His last ‘agency for a visual identity. But with sound, All the brands you work with or a radio spot. But that’s not what role’ was NCD, DDB Mudra, where the approach is, ‘Acha, television ad have a creative agency on board. we’re doing. We create media-neutral his pet account was Volkswagen. hai, let’s create a piece of music...’ Does your presence in the room sound for brands. We go beyond Today, Rajeev runs BrandMusiq That’s the equivalent of saying, ‘Acha, threaten them? And do brands conventional media apertures like along with his business partner Ajit I am launching a brand so let’s create approach you through their television. We’re looking at sound in Varma. The client list includes brands a logo because I need to put it in agencies? packaging, retail sound, and UX and from both traditional and younger my print ad...’ Essentially, while a A lot of our clients come to us UI sound design. Once we create product groups: Standard Chartered visual identity is seen as strategic and directly… we hear directly from the master sound, we adapt it across Bank, Royal Challenge, HDFC Bank, enduring, a piece of music associated the marketing/brand management different media. Horlicks, TV18, Tata Salt, Wonder with a brand is seen as tactical and (teams). When it’s a decision of la, Raymond, McDowell’s No.1, short term. If it catches on, the identity (which sonic branding is), But do clients really see your Manipal Group, Myntra, Gold Flake brand continues to use it, but often it you need a buy-in at the highest level. service as one that’s separate from and Croma. becomes like the Onida devil – a great So it’s important for us to start right the TVC or do many still look at The advisory board of BrandMusiq property that everyone recognises, but at the top. But once the brand owners it as an add-on to the TVC, which comprises: Ranjan Kapur, country you don’t know what part of the buy into the concept, we urge them to you insist it isn’t? manager, WPP India, Loney Antony, brand it’s really expressing. bring all the associated teams together There are brands that are still MD, Hitachi Payment Systems, Sonic assets too should evolve at the earliest stage — creative, digital, heavily dependent on TVCs, Rajesh Patel, co-founder and CEO, with time; a brand can’t use a event, media planners, strategic like FMCG and food brands, so Powerweave, a software company, soundscape created in the 1960s with planners... sometimes, they do tend to see it and Subhash Kamath, CEO and contemporary visual imagery from I recall, after Vistara signed us on, through the filter of the TVC... managing partner, BBH India. the new millennium. we flew down to Delhi and spent two there is a ‘TVC syndrome’ in India. Edited excerpts from an interview with hours with the planning and creative Because it’s an emerging category, Rajeev Raja, co-founder, BrandMusiq, and When you started out, you went teams at Ogilvy and presented our it’s important to be able draw a clear flautist at ‘Rajeev Raja Combine’, his to market with a service for which creds and approach... of course, the line back to ROI. We are looking Indo-Jazz fusion band: there was no demand; educating creative team will have concerns at creating a model for sonic audit the potential client about sonic and anxieties; I’ve been on that side. very seriously. Data analytics will be In 2015, you said and I quote, ‘It’s branding was a large part of the For them it’s like, ‘Arey, here comes a large part of this. Brands are now amazing how brands don’t think struggle. Today, is there demand? one more restriction!’ So we try and beginning to see value in the neuro- about what their sound is...’ Do Is there some such thing as a demonstrate to agencies how our testing of sound, something they did they now? ‘Mogo brief’? presence will not restrict their work, only for TVCs so far. n There has definitely been some Today, a lot of times when we meet but will make things easier for them. [email protected]

10 afaqs! Reporter, October 1-15, 2 0 1 7

e H&R JOHNSON Tactical Move Anuraag Khandelwal talks about the second phase of the Red Ramp Project campaign. By Suraj Ramnath

n a busy day in most metros, client was really keen on helping out and we started with this.” people are generally in a in a certain way and how it would Orush to get to work, get their be done with tiles. That’s when we EXPERT SPEAK work done; and go back home. In came up with the first project which Let’s take a moment to observe between that space, how many of was about accessibility. The second the shift in sensibilities there. In the these individuals would stop to help one has also come from their tactiles past, the same tiles brand has done a visually impaired person at a railway product which is laid out at railway aesthetics-heavy ads featuring Katrina station, bus stop, metro station or station platforms all over India, but Kaif. Then a couple of years back the even assist them in crossing the road? people don’t know what it is. People first leg of the Red Ramp Project was Integrated lifestyle solutions and think it’s just for decoration. The launched and now we have a film that tiles company, H&R Johnson, has whole idea came from there; people talks about infrastructure for visually recently launched the second phase are not consciously aware of them and impaired citizens of India and weaves of their CSR initiative, the Red Ramp don’t realise what they’re there for.” the product into it. Project campaign. The digital ad film Khandelwal points out that tactiles What does the shift from glossy, has been conceptualised by Soho “We wanted for the visually impaired are already let’s-make-love-to-the-tiles execution Square, an agency from the stable of present on the streets of Europe and to this socially conscious sensibility Ogilvy India, directed by Vibhu Puri someone who is America. “It is not that people in say about the segment and marketing and produced by Escaping Elephant. visually impaired India don’t want to help; it’s just that trends, overall? Having a purpose and Globally, ‘tactiles’ are used on they don’t realise. This is just to get communicating it, appears to have walkways, footpaths and railway and not an actor. the conversation started and hopefully become mandatory for brands today. stations to help the visually challenged We were not involve the government,” he says. afaqs! Reporter asked our reviewer navigate easily and safely; India has In the past, H&R Johnson has if consumers are more likely to yet to use them extensively in public making this ad to done the whole glam routine — ads choose a brand that stands for more spaces. This ad focuses on the need with a celebrity (Katrina) romancing than functional benefits, over one that of tactiles for the visually impaired sell the product.” the tiles, glossy shots, high production doesn’t? and tells a story of Adwait Marathe, ANURAAG who has been blind since childhood. The ad focuses on the need of tactiles KHANDELWAL The background song the viewers will for the visually impaired. hear has been sung by Marathe who is also a trained classical singer. kept telling Adwait he was touching value... all in a bid to highlight the Joono Simon, chief executive Talking about the challenges the shirt to his face and to just smile aesthetics of the product. officer and chief creative officer, faced during the auditions and while when he did that. Adwait didn’t really afaqs! Reporter asked Khandelwal Brave New World, an integrated shooting the ad, Anuraag Khandelwal, know what a smile was. We had to if moving away from that sensibility to communications and digital agency, executive creative director and creative explain that a smile means you’re this one (socially conscious, purpose- says, “Building social capital through head, Soho Square (Mumbai), says, happy, the expression that reflects on led branding) was a conscious associations with relevant causes “We wanted someone who is visually your face. It was something so simple, decision? And what prompted the isn’t new. In most cases, campaigns impaired and not an actor. We were but he wasn’t prepared for that.” move? such as these are executed as tactical not making this ad to sell the product. In the first leg of the campaign, the “Yes it was a conscious decision interventions with defined goals. We wanted to cast the kind of person brand spoke about ramps on beaches. and it started two years back with the Although a brand replacing their we were making this ad for. We had afaqs! Reporter asked Khandelwal first phase of the campaign. Tiles are standard USP-driven communication a lot of auditions in Pune, Gujarat how he zeroed in on the issue of mundane and don’t evolve much. with well-directed social commentary and other cities. It was almost 80 infrastructure for the blind for the Once it’s cemented, no one even sees is quite a bold step, I’d still believe auditions after which we came down second leg. it. This is not about the company, but that Johnson Tiles would be wary to Adwait. During the auditions, they He says, “We did the Red Ramp about the message and I thought that of a complete detour. As I see it, didn’t know what was happening.” Project two years back; we did it’s a good fit, that the ground beneath this approach at best, is going to be He adds, “We had to explain the glamorous ads with Katrina Kaif and our feet is the foundation. It started a parallel track. I’d like to see how whole concept to them. What really we will continue doing those because from there. The client wanted to Johnson Tiles takes this forward.” n got to me during the shoot was that we that is the business part of it. But the do something for the underprivileged [email protected]

12 afaqs! Reporter, October 1-15, 2 0 1 7 e REEBOK Fighting All Odds Senior marketing director Silvia Tallon, talks about Reebok’s fight to reclaim its past glory. By Shweta Mulki

ctor Kangana Ranaut has probably been the most Avisible actor in the news lately - a fact that works well for fitness brand Reebok India, which had appointed her as its brand ambassador last year. In a new creative under Reebok’s ‘#FitToFight’ campaign (conceptualised by McCann Worldgroup), Ranaut is seen motivating an eve-teasing victim to fight back. This will be followed by another film that addresses inequality in pay. Ranaut’s public persona could be “Reebok has always seen as that of an underdog who’s been is more specialised and niche,” she is disruptive. Women in India need been a women-first fighting adversity and overcoming explains adding that this also helps in to be more disruptive. We need personal challenges while becoming differentiating the brand from parent to encourage them to be a better brand. In the ‘80s, more popular in the process. “That Adidas. version of themselves and they need it was one of the fight runs parallel to Reebok’s own somebody to chase and push them - past,” says Silvia Tallon, who was ALL ABOUT WOMEN Kangana is that person. She may be few brands offering appointed as its senior marketing Besides fitness, Reebok, which unpredictable, but doesn’t care about fitness and women- director in India in 2016. earlier had M.S. Dhoni and John conventionalism and had to fight a lot specific shoes for After a major internal scam in 2012, Abraham among its ambassadors, also in her life. Even at Reebok, we had to Reebok India saw most of its stores has a renewed focus on women. fight as well and that all interlinks very training.” shut down, but it is now in recovery With ‘femvertising’ becoming the well for us.” SILVIA TALLON mode. While its parent Adidas recently go-to messaging to woo women Prior to India, Tallon has had stints crossed the `1000 crore in revenue, consumers, isn’t there a risk of being in Europe and Russia too. What’s the first sportswear brand in India to lost in the clutter? “Reebok has always her take on European agencies vis- amazed by how rapidly digital is do so, Reebok showed a 6.5 per cent been a women-first brand. In the ’80s, a-vis those in India? “In Europe, growing in India. “There is a tendency growth in the last fiscal. Tallon says, it was one of the few brands offering most agencies have a more holistic globally, to believe that India and “When I came in 18 months ago, fitness and women-specific shoes for approach in providing a proper final other emerging markets are not so the mandate was to elevate the brand training,” reasons Tallon, adding that outcome or solution for the project,” good with digital and new technology, and bring it on par with international Ranaut ensures visibility. she comments and adds, “Here, since but that’s so untrue. When you arrive players, where it belonged earlier. To Coming back to Ranaut’s ‘brand fit’ different aspects of the campaign, be you realise emerging economies need do that, repositioning has been key,” - was it easy to go past her ‘feminine it creative or production or planning, more digital to reach out to a bigger says Tallon. fashion icon’ image? Tallon feels are divided among various agencies; audience - I had a similar experience “The brand in India got diluted that Kangana’s role as a disruptive I feel some part of the brand essence in Russia too. All brands that have a earlier, as it was multi-positioned celebrity in a male driven society could get diluted in a way.” presence in India need to catch up across different sports disciples, but has overtaken her image as a fashion Also commenting on digital versus quick,” she adds. n now, we are focused on fitness which icon. “Kangana is feminine and she mainstream ad spends, Tallon is [email protected]

OBITUARY Saurabh Varma, chief executive officer at Publicis Communications, India, said, “Publicis Beehive was Sanjit’s life’s work. He leaves behind an incredible legacy. Publicis Beehive is arguably Bidding adieu the finest integrated agency serving Indian Publicis Beehive’s Sanjit Shastri passes away. By News Bureau entrepreneurs. We will miss his passion, his incredible focus, and his belief in always being anjit Shastri, erstwhile CEO, Publicis a full-service integrated service agency, client-centric.” Beehive, passed away recently. Publicis in 2003. He was the agency’s chief Colleagues and employees across Publicis SCommunications India sent out the executive office since its inception, Communications and Publicis Beehive fondly following press statement: and continued in the same capacity remember Shastri as an astute advertising veteran, Publicis Communications India mourns the even after its takeover by the Publicis with unparalleled passion and drive for growth. He sudden and tragic demise of Sanjit Shastri, CEO Groupe in 2013. was a mentor to most and the source of extreme of Publicis Beehive. He was 53 years old. Shastri Before joining Beehive, he positivity to several others. In his industrious career, suffered a massive cardiac arrest at his home in was the President at Concept he has helped build several iconic brands in India Mumbai and passed away early on Thursday Communications, helping the including Malaysia Tourism, Star Cruises, FabIndia, morning (September 21). business soar under his leadership. RummyCircle.com, among many more. n Shastri set up Beehive Communications, Sanjit Shastri Mourning Shastri’s demise, [email protected]

afaqs! Reporter, October 1-15, 2 0 1 7 13 e UBER Telling a Good Story What is Tata CLiQ’s Social Media Manager doing in a film about Uber? Sanjay Gupta, Uber India’s head of marketing explains. By Suraj Ramnath

obile app-based taxi you start from. I believe everybody measurement. My objective for doing aggregator, Uber India, should do it and try and make this this is that somewhere, someone Mrecently launched a new a better world whether it is through would see this and understand that digital campaign, Uber Journeys. The a campaign or a CSR activity, the visually impaired guys can do this as campaign is a collection of video- brands should go out of their way to well. Now, the mentality is that they stories about the lives of passengers make the world a better place.” will take an easier subject. Someday and driver-partners. The brand plans Talking about what engagement some CMO, CEO would see this to launch more under the campaign. means to him, Falodia, says, and would be interested in giving us 22feet Tribal Worldwide is the agency “Engagement is not just about likes a chance. That’s the objective, that it on the account. and comments. It is about someone will create some awareness. The first video tells a story of a being interested in a page and We asked our digital expert that visually impaired man, Ruchir checking out what’s happening on since this is becoming a common Falodia, social media manager for “Brands should go Tata CliQ and what are they coming thing between Indian brand videos, Tata CLiQ. We asked Sanjay Gupta, out with. Once you have achieved do brands need to work very hard to head of marketing, Uber India if this out of their way to that kind of an interest, that’s the real create differentiation? was a CSR activity? make the world a definition of true engagement.” Carlton D’Silva, CEO and chief He says, “No it is not. We wanted About the shooting challenge, creative officer, Hungama Digital to create campaigns with our riders better place, whether he says, “Apart from the weather, Services, says, “We have a herd and driver-partners. On a daily basis, it is a campaign or a because it was raining, everything mentality when it comes to ideas we find a lot of stories that are truly CSR initiative.” was smooth. It was a two-day shoot, unfortunately and when one route fascinating and which we want to but I’m used to interviews so it was does well, many want to adopt the share and be a part of. This is about SANJAY GUPTA okay for me; not much of a challenge. tried and tested model. We need us telling the world what happens Of course, I was in touch with the to realise that each idea/ route does at Uber, who our riders and driver- concerned person at Uber who come with an expiry date.” D’Silva partners are. This is a brand film he works for Tata CLiQ. There is no was taking care of the shoot and he feels it is a well shot ad. “But the where we are trying to showcase how partnership with Tata CLiQ.” explained the logic behind this film. I subject is very ordinary,” he says. technology helps the rider solve his In the recent past, there have been was using Uber for a very long time What about brands standing for problems in a meaningful manner.” brands that have done cause-related so I was pretty comfortable with the a cause? Would be doomed if they Since Falodia is an employee of ads. The most recent one being, H & whole concept.” didn’t? He says, “I don’t know if this Tata CLiQ, we asked Gupta if Uber R Johnson. We went on to ask Gupta With regards to the objective of is one of those ads that states what the and Tata CLiQ have a tie up. He that if a brand doesn’t stand for a doing this film, Falodia, says, “The brand stands for. The brand acts as a says, “We contacted Ruchir because cause today, is it doomed? reason for doing all this is not because catalyst to make things happen.”n of his story and then found out that Gupta says, “It depends on where of some selfish popularity index [email protected]

executives) were the custodians of the complete AAAI strategy, with the strategy happening at the initial stages, at the start of the discussion. Now there is layering and client servicing people Addressing the Creative-Media gap are not up to date on various things that are changing; this is led by digital disruption at one Shripad Kulkarni, managing director, Vizeum India, on media end and the whole segregation of media and data at the other.” strategy in the digital age. By News Bureau He adds, “The client servicing people and the entire creative team are already far moved from he Advertising Agencies Why this subject? Says Kulkarni, that reality. That’s the gap this workshop tries to Association of India’s (AAAI) “This was aimed at the client servicing bridge.” Kulkarni spoke about the exact digital Tone-day workshop on September people within agencies. But the clear change is that’s happening; how it is impacting 22 in Mumbai, ‘Media Strategy in need-gap was created when media and the customer decision-journey; how to build the Digital Age’, for client servicing creative were segregated; a lot of media a 360-degree marcom strategy along customer executives from agencies was addressed data would be shared by the media decisions; and what are the creative implications by Shripad Kulkarni, managing director, people with client servicing people of this change in the customer decision. n Vizeum India. Kulkarni and they (media and client servicing [email protected]

14 afaqs! Reporter, October 1-15, 2 0 1 7 e

KASHMIR Warm and Inviting The five-minute-long film, has been created by JWT India and shot by Amit Sharma’s Chrome Pictures. By Suraj Ramnath

hen was the last time you saw an ad for tourism that Wdidn’t focus too much on the location’s scenic beauty and landscape? This ad for Jammu & Kashmir tourism does that quite nicely. The fact that news emanating from Kashmir is mainly negative, “When you go to people tend to look at other destinations as holiday options. Kashmir, the first To change this perception of challenge is where Kashmir and the Kashmiris, Jammu & Kashmir Tourism has come up to shoot since it is so with a new campaign, ‘Kashmir - beautiful. The Warmest Place on Earth’, that doesn’t focus on just the landscape, I shot so much but also highlights the warmth of footage that during the Kashmiris towards visitors. The ad has been conceptualised by JWT our editing, it India, directed by Amit Sharma and became a major produced by Chrome Pictures. In the TVC a young couple are challenge to figure taken around various places by a out what to keep and man who, they assume, is from the tourist cab service they had hired. It what to edit out; I turns out that he is a stranger who didn’t want to make felt obliged to show them the sights of the beautiful state. too long a film.” We asked Senthil Kumar, chief AMIT SHARMA creative officer, JWT, about the dos and don’ts while making a tourism ad. He says, “I don’t know about a film.” addressing the beauty of Kashmir well as the kind of young couple the don’ts, but the dos are to create He adds, “I wanted to shoot in with the friendly nature of people that would travel there from magic around what the place is all natural light so we had to stop our and their hospitality. There are some anywhere in India. The director about; to make it a destination for shoot in-between and wait for the excellent shots, which definitely has captured the natural romantic travellers to look at positively.” right lighting. Generally, I shot in makes it a visual extravaganza.” moments between them. The Explaining the shift of focus from the morning and evening because He adds, “The film could have soundtrack is moving and adds the tradition of simply showcasing the rest of the time the light is been a little shorter, however emotion to the visuals. Though the landscape, Kumar says, “There flat, that was another challenge. We I completely respect the crafters the visual beauty of Kashmir is are a lot of negatives about Kashmir. shot for four days and captured 22 creative freedom.” not really the focus of this film, The idea itself is about changing the locations.” Kailash Surendranath, ad film it does come through effortlessly conversation. To go to a paradise maker and founder of Kailash nonetheless. Other attractive like Kashmir where people are so REVIEWS Picture Company, a film production features of Kashmir are also warm hearted is what Kashmir is We asked our experts to review company, finds the theme and script beautifully shown without undue all about. It was really not about the ad and this is what they said. to be perfect. He says, “This is the emphasis, such as the food, the showcasing every nook and corner Anish Varghese, national creative right approach to counter the periodic village and the children’s faces.” of the state, but to showcase the director, Isobar India, a digital bad publicity that discourages Indian According to Surendranath, the powerful emotion of warmth.” musician in the wilderness seems a The ad has been shot in Srinagar, In a rare strategy, the creative team bit forced. “The one element in this Dal Lake and Pahalgam. Talking film that I did feel a bit let down by about the challenges faced while moved away from the tradition of simply however is the final reveal in the shooting, Amit Sharma, co-founder showcasing the landscape. story. It does seem a bit farfetched and director, Chrome Pictures, says, that a total stranger will take an “When you go to Kashmir, the first agency from the stable of Dentsu visitors. Kashmiris are always, in my entire day off and drive miles and challenge is where to shoot since Aegis Network, says, “It’s great; experience, hospitable and proud miles just to show visitors the land it is so beautiful. I shot so much they are trying to address the biggest of their land and truly this is the he is so proud of. I wish this thought footage that during our editing, it worry for family travellers. Family warmest place on earth.” could have been brought out a little became a major challenge to figure travellers may think twice before Adds Surendranath, “I thought differently by the writer; otherwise, out what to keep and what to edit they choose Kashmir because of the casting was perfect, very it’s a wonderful film.”n out; I didn’t want to make too long political reasons. Here they are authentic and the actors worked [email protected]

afaqs! Reporter, October 1-15, 2 0 1 7 15

Nineteen Websites Victors at First Digipub Awards for Online Publishers

The Awards rewarded inspiring initiatives by websites in of the Year Awards: in Business, General News & Entertainment, English and Indian languages. Sports & Entertainment and Lifestyle & Infotainment. he winners of the Digipub The Digipub Awards recognise Quint went on to bag the prestigious There are separate awards by Awards, India’s first such and reward inspiring initiatives by Website of the Year (General News & language because English websites Tinitiative for web publishers, websites in India across a spectrum Features) in English. have been around much longer and were announced on September 21st of parameters: from great content The Quint won Gold in the have had a headstart over Indian at an energetic, fun-filled ceremony to brand partnership to overall user following categories: Best Article language sites. in Gurgaon. experience. Series; Best Design; Best Infographic The website for Aaj Tak - part of The awards were part of Digipub The awards, which saw the Design; Best Interactive Story and India Today group - also did extremely World, a two-day convention for web participation of nearly all major Best Use of Video. well, winning the Website of the Year publishers comprised conference, publishing groups and websites, In all, 19 websites won at Digipub (General News & Features, Hindi) awards, exhibition and masterclasses. were dominated by a newbie to the Awards. The trophy is known as the as well as two silver metals. Among The event was organised by afaqs! online space: The Quint - the site was Golden Wwwave because it has been Indian Language publishers, the and sponsored by Adobe (Platinum launched in March 2015. inspired by the www prefix. Kerala-based Mathrubhumi did best, Partner), Akamai & Facebook (Silver The news platform, promoted by Digipub Awards consists of 10 returning home with two Silvers: in Partners), Zeotap & 24 Frames Raghav Bahl and Ritu Kapur, bagged categories, with separate awards for Best Design and Best Article Series. (Bronze Partners). Supporters five golds and two silvers at Digipub websites in English and those in Indian Among the winners for the Website included Times Internet & Jobswitch. Awards. As if that was not enough, The Languages. Plus there are four Website of the Year award were Bloomberg

18 afaqs! Reporter, October 1-15, 2 0 1 7 All the winners of the 1st Digipub Awards 2017 The Winning Habit Quint and Moneycontrol jointly for Business. Gaana got the honour in ounded by serial entrepreneur experimentation that we do here Appreciation is the best team the Sports & Entertainment category and investor, Raghav Bahl at The Quint. We won the silvers energizer ever. “ while Onlymyhealth - part of Jagran Fand Ritu Kapur, (co-founder and golds for our Interactive With recognition come challenges Group - was recognised as Website of and CEO), The Quint is a mobile- storytelling and our IPL microsite. and Kapur says, “The challenges are the Year (Lifestyle & Infotainment). first media platform which covers That was such a boost for our immense but very exciting. We are Others to win Gold were: Filter politics, policy and entertainment, Quint Lab team that is always on shifting our focus increasingly to Copy (Best Brand Partnership), sports, business and food, among the hunt for a new storytelling original content with the stress to go Wittyfeed (Best Innovation in others. Bahl started The Quint formats.” The Quint’s innovative out and get the stories that mainstream Publishing), The Hindu (Best after exiting Network 18 group videos - mannequin challenge media is missing. We now have to stay Marketing Campaign by a Publisher), which he was a founder of. against molestation and animation ahead of all digital innovation since so Filmfare (Best Use of Social Media) Recognition came almost video about the story of an acid many of our awards are just for that. A and 101 India (Best Use of Video, immediately with awards and attack victim – were among the constant challenge, of course, is how Hindi). Because of the nature of other accolades pouring in. The medals at Digipub. to create breakthrough formats that the entries, the jurors had a wide most recent one came when the “Our deep dive,” continues work with the limited connectivity variety of backgrounds: they included platform won eight medals in the Kapur, “into the under-addressed and bandwidth that our users have agency executives, online publishers, first ever award for web publishers, issues of mental health won a gold access to.” marketers, designers, video experts Digipub, instituted this year by for Best Article Series, underlining She also plans to grow the Hindi and editors. afaqs.com. As the accolades flow our approach towards original platform, “Hindi Quint has a strong Sreekant Khandekar, Curator of in, Kapur is buoyant. content.” readership, and we are looking at Digipub World, says, “It is easy to She says, “The Quint is very Kapur is particularly excited as increasing our regional coverage, forget that web publishing in India young (in many ways) and we “the eight Digipub awards came and setting up bureaus across all is more than 20 years old. Many value every appreciation and award close on the heels of our five awards states. We also want to push the interesting experiments are being tried that comes our way. The Digipub at WAN-Ifra”. She goes on to add, interactivity and participation of online in the content game. Digipub Awards were a real high for the “I must say that the dynamic, bright, our readers and are soon starting a Awards are a way of capturing the team because they endorsed all young team at The Quint truly CitizenQ initiative.” most exciting efforts in a single place the content innovation and deserves every glistening trophy. [email protected] - and rewarding them.”n [email protected]

afaqs! Reporter, October 1-15, 2 0 1 7 19 Digipub Awards - English CATEGORY NAME WINNER MEDAL Best Article Series Hindustan Times Gold The Winners Best Article Series The Quint Gold Best Brand Partnership Filter Copy Gold Best Design The Quint Gold Best Infographic design The Quint Gold Best Innovation in Publishing Wittyfeed Gold in Pictures Best Interactive Story The Quint Gold Best Marketing Campaign for a Publisher The Hindu Gold Best use of Social Media Filmfare Gold Best use of Video The Quint Gold Best Brand Partnership Wittyfeed Silver Best Design ABP Live Silver Best Innovation in Publishing Play to Potential Silver Best Interactive Story The Quint Silver Best Marketing Campaign for a Publisher G Plus Silver Best Native Advertising Scroll.in Silver Best use of Social Media The Quint Silver Best use of Video India Today Silver Website of the Year (Business) Bloomberg Quint WOY Website of the Year (Business) Moneycontrol WOY Website of the Year (General News and Features) The Quint WOY Website of the Year (Lifestyle and Infotainment) Onlymyhealth WOY Team The Quint awarded the English Language General News and Features Website of the Year (Sports and Entertainment) Gaana WOY Website of the Year

Digipub Awards - Indian Languages CATEGORY NAME WINNER MEDAL Best use of Video 101 India Gold Best Article Series Aaj Tak Silver Best Article Series Mathrubhumi Silver Best Brand Partnership Jagran Silver Best Design Mathrubhumi Silver Best use of Social Media Aaj Tak Silver Website of the Year (General News and Features) Aaj Tak WOY Aaj Tak awarded Indian Language, Team Bloomberg Quint with the general news and features website English language business website of of the year the year award

Gaana.com gets the English language Team OnlyMyHealth with the English Best Article Series Gold Winner Best Article Series Silver Winner, Sports and Entertainment Website of Language Lifestyle and Infotainment The Quint Indian Languages, Aaj Tak the Year Award Website of the Year award

Best Article Series Silver winner Best Article Series Winner, Best Use of Social Media, Gold Best Use Of Social Media, Silver Mathrubhumi Hindustan Times Winner, Filmfare Winner, The Quint

20 afaqs! Reporter, October 1-15, 2 0 1 7 Best Use Of Social Media, Best Use Of Video, Gold Winner, Best Use Of Video, Silver Winner Best Use Of Video, Indian Languages, Silver Winner, Aaj Tak The Quint India Today Gold Winner, 101 India

Best Innovation in Publishing, Best Innovation in Publishing, Silver, Best Marketing Campaign For A Best Marketing Campaign For A Gold, Winner, Wittyfeed Winner, Play To Potential Podcast Publisher, Gold Winner, The Hindu Publisher, Silver, Winner, GPlus

Best Brand Partnership, Best Brand Partnership, Best Brand Partnership, Silver Best Design Gold, Gold Winner, Filter Copy Silver Winner Wittyfeed Winner, Indian Languages, Jagran The Quint

Best Design, Indian Languages, Best Design Silver Winner, Best Infographic Design, Best Interactive Story, Silver, Mathrubhumi ABP Live Gold, The Quint Gold, The Quint

All the Jurors

Ajay Chacko, Arre BV Rao, Firstpost Rajan Bhalla, HT Media Anirudh Pandita, Pocket Aces Hemant Suthar, Fractal Ink Design Rajiv Dingra, WATConsult Anjali Hegde, Ansible Jahid Ahmed, HDFC Bank Sahad PV, Founder, VCCircle Ashwini Deshpande, Elephant Kunaal Bhardwaj, ABP News Santosh Nair, Moneycontrol Bharat Gupta, Jagran New Media Lisa Rath, Itu Chaudhuri Design Venke Sharma, Author Bhavana Mittal, Reckitt Benckiser Navin Kansal, Indigo Consulting Boby Paul, Manorama Online Pratik Mazumder, Times Internet Best Native Advertising, Silver Winner, Scroll

afaqs! Reporter, October 1-15, 2 0 1 7 21 e LEVI’S Shaping it Right Levi’s launched ‘#IShapeMyWorld - Season 2’ featuring Shakti Mohan, Bani J and Ileana D’cruz. By Sunit Roy

evi’s ‘#IShapeMyWorld’ movement to celebrate Lunstoppable women who have shaped their world on their own terms, kicked off with Huma Qureshi on International Women’s Day this year and the brand has just launched Season 2. Driven by the success of ‘#IShapeMyWorld - Season 1’, the US-based fashion brand decided to extend the campaign through which it attempts to tell similar stories of more such powerful women who defied the odds and shaped their own lives. Featuring dancing sensation and winner of Dance India Dance (a dance reality show) Shakti Mohan, VJ turned actor Bani J and model turned actor Ileana D’cruz, #IShapeMyWorld - Season 2 will showcase individual stories of these real women standing up as role models and inspiring others to shine through, no matter the odds. The campaign has been conceptualised and influencers identified (leveraging Big Data approach) by Zeno Group India, while the production of the films was done by 22Feet WorldWide. Through this campaign the brand aims to promote the ‘300 Shaping Series’ of Levi’s denims, that are a perfect fit for women of any body shape. “Rather than promoting product USPs and the glam quotient as leveraged by competitors, we conceived ‘#IShapeMyWorld’ Ileana D’cruz (left) and Bani J: based on a higher brand purpose - inspiring women to celebrate the stories of real life fearless women who are everyday Vogue, who has made her mark heroes,” says Ranjeev Vij, managing The campaign has been conceptualised by as a sartorial narrator of fashion director, Zeno India. Zeno Group India, while the production of from Bombay to Bali, juggling “The struggles Bani, Ileana and work and motherhood with style Shakti underwent and overcame, the films was done by 22Feet WorldWide. no matter what life threw at her; made a perfect fit for their stories of Dilshad Master, head, operations empowerment to be shared under biggest challenge was to do justice reshape the face of rural Rajasthan and business development, Mercury the canvas of this campaign,” he to the struggles of these superheroes by serving her people; hairstylist Himalayan Exploration, who has adds. while depicting them in these Sapna Bhavnani who has never let never let cancer keep her from ‘#IShapeMyWorld - Season 2’ films. Thankfully, each one of the hurdles in her life keep her from accomplishing anything she set her was shot exclusively in Mumbai. influencers stepped forward and bouncing back; Anjali Lama, the mind to; standup comedian Mallika “Levi’s follows a strict policy of shared their stories in an absolutely first transgender model who has had Dua, who has been making the showcasing its brand protagonists in candid manner.” a remarkable journey to sashaying world funnier; and actor Huma their own comfort zone and not in a As part of ‘#IShapeMyWorld - down the ramp at one of the top Qureshi who has spent her career contrived setting. The treatment to Season 1’ campaign, Levi’s identified events on India’s fashion calendar; challenging all possible Bollywood these films ensured that the legacy a bunch of remarkable women Tanya Ghavri - stylist, consultant norms while still emerging a of raw authenticity of Levi’s is kept and celebrated their achievements. and confidante to celebrities, who winner with every powerhouse intact while sharing these stories The list included India’s first and despite coming from outside a performance. Similarly, in Season with the world,” informs Vij. youngest village Sarpanch with an typical Bollywood clique is now 2, Bani, Ileana and Shakti are seen Speaking about the challenges MBA degree, Chhavi Rajawat who on every celebrity’s speed-dial; sharing their stories. n of shooting the film, Vij says, “The gave up a lucrative corporate job to Banadana Tewari - editor at large for [email protected]

22 afaqs! Reporter, October 1-15, 2 0 1 7 l BIGG BOSS Continuing to Excite Advertisers When it comes to advertising revenue, Bigg Boss is second to cricket. By Anirban Roy Choudhury

igg Boss takes over the airwaves the moment it hits Bthe TV screen. Some might debate this, but there is no denying that this is what the Hindi Speaking Market (HSM) loves to watch and where the advertisers dish out plenty. This is the time of the year when Viacom18’s Hindi General Entertainment Channel (HGEC) organises a gathering to announce the launch of a new season of the Endemol Shine-produced Bigg Boss. This year the launch event took place in a residential society in the suburbs of Mumbai and residents peeped through their windows to catch a glance at Bollywood superstar Salman Khan. The setup shocked many who are accustomed to the glam-sham of a Bigg Boss launch event, but it was actually a glimpse of (L-R) Deepak Dhar, Raj Nayak, Will Yang, Salman Khan, Nadia Chauhan and this year’s theme – ‘Aa raha hai Bigg Yogesh B Dutta at the launch of COLORS’ Bigg Boss 11 Boss gyara, padosi bajayenge barah!’ Raj Nayak, chief operating officer, said so, the production quality will such as brand integrations, the overall Viacom18, did not have any qualms match a Big Brother US, UK or branding that we are driving through in saying, “Bigg Boss is the most anywhere else. Also, I would like the show itself and obviously, the expensive television show produced to say that because we do separate ratings,” informs Chauhan. in India,” And is the sponsorship shows for Kannada, Bangla, Telugu, Oppo does research every year to revenue Bigg Boss generates the and Tamil markets, India is like the identify popular shows that it would highest in the industry too? “Yes, European market for us. So when like to associate with. Bigg Boss was after cricket it’s Bigg Boss. All our they say they have Big Brother UK No.1 on the list this year too which renewals have seen an increase of or Spanish or any other, we too can is why the China based smartphone 12-15 percent. The ad rates this year throw our numbers,” says Deepak maker decided to re-associate. have been a little subdued, not what Dhar, managing director and CEO, “What got Bigg Boss to the we would have expected,” he follows. “India is a single TV Endemol Shine India. number one position on Oppo’s Bigg Boss has retained Appy Fizz What is the big difference? “Well list…” Will Yang, brand director, as the ‘presenting’ sponsor and Oppo household and Bigg India is a single TV household Oppo mobiles India informs, “… as the ‘powered by’ sponsor. CP Plus, Boss is a general and it’s a general entertainment is based on three aspects – one, the which was associated last season, has show over here. It needs to be a third party (BARC) data - we observe redefined its association this year and entertainment show family oriented show and cannot the ratings carefully. Then comes the is now called ‘Intelligently secured here. It needs to be be too risky; it cannot have sexual production quality of the show; and by CP Plus’. “This demonstrates the connotations; the controversies have after that we study the social media power of Bigg Boss; we retain all our family oriented and to be limited otherwise it will alienate buzz - how much are the people sponsors and we retain our viewers. cannot be too risky; our audiences,” asserts Dhar. talking about the show. Bigg Boss Bigg Boss viewers come back year “The TG of Bigg Boss is very tops all these parameters and hence, after year,” asserts Nayak. the controversies similar to the TG of Appy Fizz and it’s the number one show.” The television universe has have to be limited.” that is the biggest reason why Parle Viacom18 recently promoted Raj expanded and rural India has Agro decided to re-associate with Nayak as COO of the group, so is the significant representation in DEEPAK DHAR the show,” says Nadia Chauhan, new Viacom18 COO less involved in the sampling size. Many said the joint managing director and chief Colors there days? “The answer is inclusion of commoners was to commoners to bring the cost down. marketing officer, Parle Agro. “Bigg ‘yes’,” says Nayak, “It’s also because target the rural audience and get It worked so well for us that we Boss is a very deeply penetrated show over a period of time we have built them into the show. Nayak denies decided to stick to it this year.” and our ambition with Fizz is to take a very strong creative team, so the any such planning, he says, “Our Big Brother is done all over the the brand deeper and build a much scenario is, I am the face while they expansion (inclusion of commoners) world and Endemol, which owns larger consumer base,” she adds. do all the work.” has nothing to do with the expansion the IPR of the show, executes the Parle Agro analysed various “Bigg Boss is a format that delivers of BARC India. Globally, Bigg Boss production everywhere. Where does parameters before associating with - I’m not too sure about bottomlines, is done with commoners; in India the Indian version stand compared the show and how Bigg Boss as a but it gives us good toplines. So long we were doing it with celebrities. to others? “The budgets are not brand emerged throughout the season as it delivers, we’ll continue to do it,” Celebrity costs were going up, so comparable; they talk different was one of them. “We analysed if the concludes Nayak. n last year we decided to include mathematical arrangements. Having show delivered on its commitments [email protected]

afaqs! Reporter, October 1-15, 2 0 1 7 23 e INDIAN SOCIETY OF ADVERTISERS IPROSPECT Sunil Kataria re-elected Performance Oriented as chairman, ISA Intelligent Content is a new Kataria, is currently the business head - India and SAARC, Godrej service offering by the digital Consumer Products. By News bureau agency that links production and performance in India. unil Kataria, business head - India • Ajoy H. Chawla, Sr. vice and SAARC, Godrej Consumer president and chief strategy officer, By News Bureau SProducts, has been re-elected Titan Company as chairman of the Indian Society • J.C. Chopra, advisor, Anant igital agency, of Advertisers (ISA). Kataria led the Healthcare Technology Solutions. iProspect- committee as chairman from 2016-2017. • Ravi A. Desai, director, brand Dfrom the On his election for second and mass marketing, Amazon Seller stable of Dentsu consecutive term as the chairman of Services Aegis Network - has the ISA, Kataria, says, “we would create • Paulomi Dhawan, strategic recently launched further value proposition to the ISA’s advisor, Raymond Intelligent Content, a ascending status in the industry. We • Sonali Dhawan, marketing new service offering would nurture the partnerships that director, Procter & Gamble Hygiene that links production we have built over decades and deliver Kataria: second and Health Care and performance in innings incremental benefits to the advertisers • Chandru Kalro, managing India. The agency has Singh: game changer and other stake holders. I am confident director, TTK Prestige bagged Aegon Life that the advertiser community would have greater • Sandeep Kaul, divisional chief executive – Insurance as its first client and will be offering times ahead. I look forward to having continuous India Tobacco Division, ITC this new service to the insurance brand. support of all members towards adding value to • Sandeep Kohli, executive director – personal A holistic messaging strategy spanning the unique status of the ISA in this country.” care, Hindustan Unilever across all digital channels to ensure Other members of the Executive Council are: • Beena Koshy, executive vice president, relevance, visibility and performance, • Atul Agrawal, senior vice president – corporate exports, Bajaj Electrical Intelligent Content is already available across affairs, group corporate communications, Tata • Bharat V. Patel, independent director, Aditya iProspect’s other key markets globally. For Services Birla Sun Life Asset Management Company the record, Intelligent Content is an end-to- • Anuradha Aggarwal, chief marketing officer, • Prashant Peres, director marketing chocolate, end solution that uses intelligent data and Marico India, Mondelez India Foods insights to design strategies around content • Abraham Mathew Alapatt, president & group • Ramakrishnan Ramamurthi, vice chairman, creation, amplification and measurement. head-marketing, service quality, financial Joint MD and Group CEO, Polycab Wires Meanwhile, as part of the launch, services & innovation, Thomas Cook (India) • Amit Tiwari, vice president – marketing, iProspect India has partnered with Aegon • Narendra Ambwani, director, Agro Tech Havells India Life Insurance to pilot this solution. Foods • Brahm Vasudeva, chairman, Hawkins Commenting on the launch, Rubeena • Siddhartha Banerjee, executive vice president Cookers n Singh, CEO, iProspect India, says, “In the – marketing, Vodafone India [email protected] performance space, content has been an untapped area. Brands are increasingly more aware of the pivotal role content plays in brand communication and engaging with NEWS BROADCASTERS ASSOCIATION target audiences. With Intelligent Content, we will not only drive business outcomes for clients but also expand our holistic Rajat Sharma is President NBA performance offering. Shipra Tandon, iProspect Mumbai, who comes with an M.V. Shreyams Kumar has been named the VP while Anurradha impressive work profile, will lead this service Prasad is the new treasurer. By News Bureau offering for us.” Speaking about its focus on digital and he News Broadcasters Association Commenting on his new role, content, Martijn De Jong, chief marketing (NBA) has elected Rajat Sharma, Sharma says, “I thank all members officer, chief digital officer and vice president Tfounder and chairman - India for electing me as the president of the digital - Asia, Aegon Life Insurance, says, “We TV, as the president. M.V. Shreyams NBA. As president, I hereby take the at Aegon Life Insurance focus extensively on Kumar, whole-time director, opportunity to reassure members that digital within our overall media spends and Mathrubhumi Printing & Publishing, we shall walk together in bringing in are open to exploring and experimenting on has been elected as the vice-president more credibility and independence digital platforms. Digital is at an inflection and Anurradha Prasad, chairperson-cum- to the news broadcasting industry. I point in India today and content forms the managing director, News24 Broadcast shall put in my best efforts to make crux of it, proving to be a game changer... India, has replaced KVL Narayan Rao, the fraternity more accepting of our We are eager to take our digital campaigns to group CEO & executive vice-chairperson, Sharma: people’s contemporaries, striving for healthy the next level along with iProspect India.” n NDTV Group, as the honorary treasurer choice competition.” n [email protected] of NBA. [email protected]

24 afaqs! Reporter, October 1-15, 2 0 1 7 o

GUEST ARTICLE 2020: What can we expect from Advertising & Marketing? More brands could move advertising in-house, and introduce automation across social and digital networks. By Amit Tiwari

e have come a long way be transferred to brands who will BY 2020, SILOS EXISTING IN appreciate a brand. But advertising since the days of the ‘Mad have to take more responsibility for MARKETING AND ADVER- and marketing in 2020 will be less WMen’ era when the ad their content, marketing and brand TISING WILL FADE AWAY about the offers and more about agencies pretty much dictated and awareness. On the other hand, ad Currently, marketers, advertisers unique branded experiences and controlled brand communication. agencies will have to transform into and CMOs do not work in tandem values. The advertisers will have to Back then, a marketing plan would full-service powerhouses that deal and are fully integrated. Silos exist integrate consumers into the brand’s circle around print, radio and in technology and deep insight into even within marketing functions of a marketing activities that encourage a television only. It’s a different world consumers and their culture, at a brand although they do not intend to two-way symbiotic relationship. altogether today. Nowadays, we have granular level. The ad agencies will be so. This is primarily because today’s The consumer-initiated advocacy social media, mobile devices, virtual move away from broadcast mode major platforms and mediums, where of a brand will become an integral reality, augmented reality, drones, to focus on providing experiences consumers are highly active such as part for advertisers and brands via wearables and so on. and encouraging participation of Facebook, Twitter and other digital promotional partnerships and A few years ago there was a lot of consumers. sites and apps, evolved separately. brand activity-related communities. conversation around big data – what As a result of these transformations, In other words, technologies were A brand’s decision on the pricing it is, how we were going to gather it more brands could move advertising created and evolved separately at model, shopping experience etc. etc. Now, as we inch closer to 2020, in-house, introduce automation separate times. Therefore, expertise on will see higher participation by we slowly realise the mammoth across social and digital networks, use these platforms also grew disparately consumers. Advertising agencies will amount of big data that machine influencers more often, and put more and were fragmented giving rise to be responsible for the planning and learning, Internet of Things (IoT) emphasis on user-generated and siloed practices. In 2020, CMOs execution of platforms that allow and Artificial Intelligence (AI) will authentic content. An individual’s will be equipped to break down the participants (consumers) to express bring. The more customers use interests, tastes and preferences existing silos and demonstrate their and involve themselves more with technology, the higher the amount will be targeted. Companies with a leadership. On the advertising agency the brand. of information and insights available strong brand presence will have a side, they will no longer be looked Advertising in 2020 will be a to be tapped and harnessed. deeper understanding and an upon to provide disjointed solutions combination of algorithm-driven By 2020, targeted ads based on technology and the art of persuasion, demography will be replaced with putting consumers on the centre- personalised ads for each consumer By 2020, targeted ads based on demography will stage. The next few years will put on each device. This is greatly be replaced with personalised ads. greater emphasis on quality content helped by consumers themselves, and the speed at which it is created. especially millennials who are established process for dealing but a single powerhouse with tailored Information will flow in both open to voluntarily sharing and with different channels and their advertising specific to the brand and directions with respect to data on providing data through channels influence on each other. Most of granular insights into its intended consumers and transparency of a like Facebook, Gmail and Twitter. their research efforts and solutions target audience. brand. There could also be a shift in Customers would prefer to interact will be proprietary to gain a By 2020, brands will no longer the cost of content distribution as the with brands at a human level competitive advantage specific to invest in large consumer studies based focus of marketing and advertising rather than simply being targeted their products and audience. on general segmentation, but channel activities will be directed towards by irrelevant ads. They would By 2020, the definition of their investments into nimble and cost- consumers’ inclination to share it. expect companies to show relevant consumer insights will also shift effect studies that continuously track Content distribution may ads when they want. For this to from merely knowing the consumer and evolve consumer understanding. concentrate away from traditional happen, the ads will have to be fully journey and buying behaviour, to This will ultimately put brands in an media to digital and agencies will integrated into the digital customer mapping an individual’s behaviour advantageous position to respond and be expected to adapt and co-own journey of every individual that and thoughts. Research done quickly adapt to changing consumer brand promises in order to ensure it becomes inherently valuable to by brands and consulting companies taste, mindset and behaviour. is trickled down to consumers. By them. The existing banners and will be at a more personal level 2020, brands and advertisers will no sidebar ads will eventually be phased than demographics. AI will FOCUSING ON OFFERING longer be measured by the amount out. The year 2020 and beyond will become commonplace for brands, VALUE RATHER THAN SALES they spend, but by the quality of their be all about discovering customers allowing them to personalise Consumers are targeted today ideas. n at an individual level more than content and constantly adjust using digital tools that track their (The author is vice-president - anything. and scale their activities in real-time. shopping and purchase habits. Their marketing for Havells India. For over 50 years and until recently, Currently, tactics used by marketers social media, payment activities and Previously he was the director - advertising was ruled by the mass and ad agencies are largely about data collected from their search brand, communication and digital for media (TV, print) and ad agencies. selling products more than providing history, clicks etc. are used to push Philips, Indian subcontinent.) By 2020, more of this control will relevant content or offering value. offers assuming that they will [email protected]

afaqs! Reporter, October 1-15, 2 0 1 7 25 e FLIPKART Targetting Inflation Flipkart leveraged FB Live, TVF and comedians to promote its Big Billion Day. By Sunit Roy

lipkart launched its annual BBD Show was essentially a game contextual to customers. mega-sale event, the Big of Dumb-Charades played live on Apart from that, Flipkart also FBillion Days (BBD) from Facebook to reveal the top offers partnered with The Viral Fever September 20-24. To promote the of the sale, on mute of course. (TVF), ScoopWhoop, and others. to five-day sale, the online-shopping Featuring comedians — Jose Covaco, put out a broad ecosystem. This platform launched a campaign - ‘Ab Mallika Dua, Rahul Subramanium, ensured that wherever one went, the Mehengaai Giregi’ (now inflation and Karan Talwar, the show was brand’s presence was felt in a non- will fall). The campaign — a series of a fun game of charades where the inclusive manner with the content to eight films, set in relatable, humorous comedians enacted the offers and engage the person for the story that situations was launched on and the audience had to guess the offers was being told. offline. Featuring the now familiar on-the-spot to win big vouchers As opposed to the launch in 2014, and endearing world of ‘Flipkart from Flipkart. when BBD was a one-day event, Kidults’, each film centred around “These are just a few instances today it has become a five-day mega two characters - one frustrated and where people don’t generally expect shopping festival. So, afaqs! Reporter complaining about the ever-growing advertising, but the initiatives have asked Bhandari what the idea was rate of inflation and the other who “We look at the caught their attention nonetheless behind launching the entire campaign presents Flipkart’s Big Billion Days BBD as a marquee and they have taken to Twitter and centered on the ‘Ab Mehengaai 2017 as a solution to rising prices. Facebook applauding the effort,” said Giregi’ thought. “We look at the Conceptualised and executed event. We know Bhandari. BBD as a marquee event. We know by Lowe Lintas - Bangalore, the ‘Mehengaai’ is the He added, “We are also present ‘Mehengaai’ is the oldest Indian crib, campaign has been produced by on print, TV, radio, outdoors, and so we thought it would be fun to Ramesh Deo Productions. The oldest Indian crib, quite heavily on the digital platform have a fresh take on it, which is ‘Ab films are not just restricted/limited so we thought it of course. The ads are being relayed Mehengaai Giregi’. It’s a very Indian to TVCs about kids. A few years on radio channels across various concept and makes the campaign back, Flipkart spent 70 to 80 per cent would be fun to cities nationwide, particularly in relevant enough,” explains Bhandari. of their budget on TVCs. However, have a fresh take metros such as Delhi, Mumbai and “In terms of the overall things have changed in terms of the Bangalore, on Fever 104 FM and experience, it’s always a joy to work type of things the brand does, apart on it, which is ‘Ab RedFM 93.5. So, I think we have a on a campaign, especially with kids. from just ad films that would run on Mehengaai Giregi” TV or digital platforms. Flipkart partnered with Adgreetz and created According to Kartikeya Bhandari, KARTIKEYA BHANDARI senior director, marketing at more than 1,00,000 personalised ads. Flipkart, “Now the entire campaign during their journey, with the catch very balanced media approach.” The amount of energy they bring to design has changed and from the phrase ‘Ab Mehengaai Giregi’,” said Flipkart also partnered with the floor is amazing,” he added. marketing perspective, that has been Bhandari. Adgreetz — the industry’s leading While people are aware about BBD the biggest change for us. It’s now Similarly, for a different TG, video personalisation platform and the brand, Flipkart’s intention more about creating the assets which Flipkart partnered with airlines such based out of the US — and created this time around was not just to do justice to that platform. as Spicejet and Indigo, wherein more than 1,00,000 personalised ads make announcements of the great “We have done a whole lot of flight attendants made in-flight based on specific-customer feeds to offers and discounts available during things around the Big Billion Day announcement about the BBD digitally push the BBD event. the sale, but rather, to establish the (BBD) Sale. This time we released Sale. Also, Flipkart leveraged the The media mix, in terms of fact that it has an exclusive collection eight digital films, which are also Facebook Live platform innovatively percentages, had a reasonable that isn’t available anywhere else. available on our YouTube channel to create buzz right before the component of digital. In fact, As far as retaining the freshness and Facebook page. Apart from that, sale went live. Just like last year’s the mass personalised videos was in content is concerned, the brand it was for the first time that we have Facebook 360 video, created for the available only on digital platforms wanted to be rooted in a strong tied up with the Mumbai transit same purpose, Flipkart decided to bet because through this platform, consumer insight and then articulate system where commuters in the local big on Facebook Live and packaged the brand believed that it had the it in the best creative manner. n trains can hear the ad announcements it creatively as a game show. The best chance of being relevant and [email protected]

26 afaqs! Reporter, October 1-15, 2 0 1 7 o

GUEST ARTICLE Ad ‘Guruji’! Can mathematics be a brand? By Abhishek Keni

n the Eighth standard, our - Kids whose interests lie in science Let’s take mathematics to start; let’s hoardings with messaging like History teacher told us the are showered with mathematics consider it a brand. The problem ‘No. 1 Institute in India’, ‘Spacious Istory of the Civil Disobedience formulae. for this brand is that consumers Classrooms’, etc. They can have movement during the freedom - Those not paying attention in feel it’s too tedious and its concepts a bigger say in the business of struggle. However, nobody in the history class, because everything, are difficult to memorise. So, our education management. Educational class seemed willing to listen to except art, sounds ‘uninteresting’ to single minded proposition for institutes can find a more valuable her; they continued talking to one them. the communication is to make partner when they collaborate with another; ignoring the only adult in Things we have done in the past to mathematics a preferred choice for creative agencies. the room (ironic, given the topic). solve this problem include: kids who love to play. The point I’m trying to make is not In a fit of rage she would throw the - Blaming the authorities for Insight: Mathematics is considered to make teachers redundant, but to duster on the podium and yell, “Is stringent education rules, where to be boring because most of the tweak education so that teachers can this a fish market?” kids are forced to study all subjects ‘consumers’ do not know where to find a valuable platform to showcase Fast forward 15 years later and wherein their interest lie only in one apply the concepts which are being their expertise i.e. teaching! I now realise, she was right. A or two; and learnt from their books. The next revolution in education classroom is indeed a market. It’s - Abolishing the examination Idea: Create a market place in the is not about using tablets instead a market that comprises 50-60 system, assuming kids can’t handle classroom. of books, but in changing the way consumers (students) in one cluster the pressure. Execution: Teachers distribute education is consumed. with different needs, wants and Also, we can make use of requirements. An ideal marketing challenge for any category is storytelling to make childhood Some of them like science, others more enjoyable. Problems like the art, and some take to sports. Students to identify the needs, wants of consumers. infamous ‘Blue Whale Challenge’ are aspire to be many things - scientists, just symptoms of a bigger problem the next Sachin Tendulkar, a fashion Nevertheless, we should not forget paper currency among kids in the i.e. mental illnesses like depression, diva/international superstar like that Sundar Pichai and Satya Nadella classroom and create a makeshift caused due to stress. This can be a Priyanka Chopra or a tech icon like are the products of this same system. market place. Let them pretend to result of many factors. However, Steve Jobs. Indian brains are respected globally be buyers and sellers of goods and education can become that powerful An ideal marketing challenge for and it’s the same education system consumables while teachers guide tool which could curtail the menace. any category (brand or product) which has done that. The system is them in the real usage of concepts We just need to carefully use the is to identify the needs, wants and not a problem; the way education is like ‘unitary method’, etc. This will power of storytelling. requirements of consumers and ‘consumed’ is a problem. ensure kids understand the practical Thus, it’s a win-win situation provide solutions for them with Here is where marketers and usage of numbers and can later learn for three stake-holders - students, the right marketing mix. Can we advertisers can play a crucial role how best to use it, moreover, start educational institutes and advertising marketers use this classroom analogy because they are the magicians who living with it. agencies. to solve a problem? can bring life, soul and voice to a Let’s think it over. This is an open First of all, does a problem product and make it a ‘brand’; one IMPLICATIONS FOR THE ended debate. n which needs to be solved exist in a that goes on to become an integral ADVERTISING BUSINESS (The author is senior classroom? part of the consumer’s life. Agencies that pitch for educational account executive with Yes, it does, especially in our Here is an example of how it can institutes can no longer just demand Contract Advertising, India.) country. There are problems like: work: money for creating artwork of [email protected]

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afaqs! Reporter, October 1-15, 2 0 1 7 27 pl New campaigns across television, print, out-of-home and digital media. VIDEOS

AXIS BANK WELSPUN INDIA Axis Bank has launched a new ‘Home Loan’ campaign To highlight its brand SPACES, Welspun India launched a with a unique product differentiator — ‘Home Loans with new campaign — ‘Neend Ka Ek Aur Saathi’. SPACES has 12 EMIs Off’. The campaign, directed by Gauri Shinde, always aimed at offering a comfortable sleeping experience DIXCY SCOTT showcases veteran actor Revathi and Bollywood actor to its consumers, and the new TVC communicates this The hosiery brand has launched an ad campaign highlighting Vikrant Massey in conversation with each other while ethos wonderfully. It endorses the message that the best Spandex as the newest USP for Dixcy Scott’s popular underwear range. The ad features Dixcy Scott’s brand shopping for his wedding. Revathi as the mother brings sleep is always in the arms of your loved ones. SPACES ambassador Salman Khan who dons the character of a savvy up the important aspect of having one’s own living space with its innovative and best-in-class offering enhances this salesman, ready to take on any challenge. post getting married. experience by enabling a more comfortable living, every day. Creative Agency: Ogilvy & Mather, Mumbai Creative Agency: Lowe Lintas, Mumbai Creative Agency: Ogilvy & Mather, Mumbai

BAJAJ FINSERV BIBA MAKEMYTRIP Bajaj Finserv, a part of Bajaj Holdings & Investments, BIBA Girls, an Indian wear range for young girls, has MakeMyTrip (MMT), the online travel company, has launched a campaign ‘Think it. Done’. It aims at offering launched their first TVC – ‘That’s my girl’, a short film launched another ad film as part of its online push of consumers an opportunity to celebrate the festive narrating the special bond between a mother and her hotel bookings. The new TVC has a similar taste of fun as season by availing hassle-free shopping through the growing daughter. The film captures a little girl attempting the other ads, featuring brand ambassadors Alia Bhatt EMI network, with instant financing options. The TVC to dress up on her own in a lehenga, and aims to highlight and Ranveer Singh. In this film Bhatt and Singh play the concept summarises the core thought of how Bajaj Finserv the brand’s new philosophy across the television medium characters of Rimpy and Ladoo respectively as childhood is creating new possibilities and redefining paradigms for and will be promoted extensively through a 360-degree friends to tell the story and announce MMT’s latest offer of its users. plan that includes print, outdoor and digital media. a free stay on the first night on the first booking. Creative Agency: Leo Burnett, Mumbai Creative Agency: Lowe Lintas, Bangalore Creative Agency: Publicis Worldwide

PRINT SONY BRAVIA With the festive season on, home appliance brand Sony has released a new ad to promote its AMUL high definition Amul baby girl has won many hearts. She is witty, television Sony unapologetic and cute! She has a take on everything — TATA MOTORS Bravia. The copy be it politics, sports or movies. This time the print ad Indian auto maker, Tata Motors released an ad announcing reads, "Respect from the dairy brand, featuring Amul baby girl, has taken the launch of its much awaited compact SUV – Tata Nexon. every colour. a dig at Bollywood actor Kangana Ranaut who has been The vehicle is being positioned as a premium sports utility Bring Home linked to various controversies in the recent past. The vehicle. The ad was published in leading dailies, and Bravia." copy too highlights the same and reads "Kangana never highlighted various features of Nexon such as LEVEL NXE Ransaut of controvesy!" Interiors, powertrain, performance, infotainment system and safety. It also mentioned the price points at which the SUV is available i.e. `5.85 lakh for the petrol variant and `6.85 lakh for diesel variant.

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

28 afaqs! Reporter, October 1-15, 2 0 1 7 o

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afaqs! Reporter, October 1-15, 2 0 1 7 29 people

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING DIGITAL

Dentsu India this development, the network created an inte- Vidooly Dentsu India, the creative agency from the stable grated creative team which will deliver solutions Video intelligence platform Vidooly, has of Dentsu Aegis Network has appointed Rahul for the brand. Ramaswamy would be leading this appointed Preeti Jadhav as vice president Sengupta as chief creative officer. Armed with team both on offline as well as digital creative front. of revenue. Jadhav, a senior media executive more than 23 years on experience in advertising, with 14 years of experience, will lead strategic direction and production, Sengupta has worked Baaash Digital growth at Vidooly by identifying key revenue on brands such as Bajaj two wheelers, ICICI Baaash Digital, from the stable of Creativeland channels and opportunities. She will also be Prudential, Titan, Tanishq, Britannia, Kwality Asia Group, has appointed Ankush Sohoni as responsible for business development and Walls, Kissan, Nissan, Sony Max, Standard chief operating officer. Sohoni will lead business partnerships at the company. Chartered Bank and Adidas. Sengupta began his development and brand strategy at the agency. He career at Mudra in 1993 (first in Bengaluru and has extensive experience across digital communi- then in Mumbai) and then moved on to Lowe cation, brand strategy and editorial. His experience Governors for four years, Sankaranarayanan, also Worldwide where he was executive creative direc- spans verticals ranging from FMCG, Media & the chief strategy and corporate affairs officer at tor. He joined TBWA India in 2008 as national Entertainment, Technology and Financial Services. Diageo India, and member of its executive com- creative director, following which, he set up Most recently, he was handling NBA India’s digi- mittee, is an accomplished business leader, having Nineteen Films in 2013. tal ecosystem at the 120 Media Collective in the steered pivotal roles across functions in the con- capacity of business director. sumer products and luxury industry for over two Dentsu Impact decades now. Dentsu Impact the creative agency from the stable ASCI of Dentsu Aegis Network, has elevated Anupama At the Board Meeting of The Advertising Standards Ad Club Ramaswamy as national creative director. She had Council of India (ASCI) held immediately after The Advertising Club has unanimously elected joined the agency as executive creative director in the AGM recently, Abanti Sankaranarayanan, Vikram Sakhuja, group chief executive officer, the year 2016. The recent re-structuring happened former vice chairman, Confederation of Indian Media and OOH, Madison Communications as owing to the consolidation of creative, digital and Alcoholic Beverage Companies (CIABC) was president. Previously, Raj Nayak, chief operating media duties for all Maruti Suzuki brands (except unanimously elected as the chairman of the officer, Viacom18 held the position as president Nexa brands) with Dentsu Aegis Network. Post Board of ASCI. As the member of the Board of for two years.

MEDIA MARKETING

Spatial Access Omnicom Media Group Oriflame Spatial Access, a media audit company, has Omnicom Media Group has promoted Cosmetic brand Oriflame India has appoint- appointed Vineet Sodhani as chief executive Mamatha Morvanakar as chief investment ed Naveen Anand as senior director officer. Sodhani has a wide range of experience officer for India. Previously, Morvanakar was regional marketing for South Asia. In his spanning two decades in media strategy, sales working with the agency as managing direc- new role, Anand will spearhead the opera- and marketing in India and the US. In the past tor — West. In this role, Morvanakar will be tions in India, Sri Lanka and Pakistan and he has worked for Times Television Network, responsible for the investment, accountabil- will be responsible for accelerating growth Starcom Mediavest Group, Hansa Research ity and strategic partnerships across Omnicom and enhancing the brand equity for the Group, AC Nielsen and ORG-MARG. In 2012 Media Group’s four offices and for all clients Oriflame business. he co-authored Guide to Indian Markets and is across OMD and PHD. Morvanakar has been presently working on his second book. one of OMD India’s founding members and has Little Black Book played an active role in agency’s growth journey. Little Black Book (LBB), the de-facto des- OMD India Having won and managed a portfolio mix of tination for all local recommendations and Omnicom Media Group India has appointed automotive, FMCG, media, travel and technol- discoveries, has announced the appoint- Priti Murthy as chief executive officer. In her ogy clients, her passion and contribution to the ment of Anshul Khandelwal and Manik new role, Murthy will lead OMD across all overall business has led to both agency recogni- Malhotra as the head of marketing business functions, with a focus on building tion and award-winning work. and growth and the chief revenue officer and leading future-ready teams, managing client respectively. relationships, and securing new business and Indian Broadcasting Foundation Khandelwal’s role will be to lead the stra- growth. Her appointment is effective October Indian Broadcasting Foundation’s board of tegic growth at LBB across critical business 2017 and she will report to Torie Henderson, directors re-elected Punit Goenka, manag- areas including customer engagement and CEO, Omnicom Media Group, SEA and India. ing director and chief executive officer Zee retention through products, driving growth In a career spanning over two decades (of Entertainment Enterprises (ZEEL) as president. through new touch points, and overseeing which 13 has been with Maxus) in media plan- The Annual General Meeting was held on transformational customer experiences. ning, insights and strategy, Priti’s forte lies in September 15, 2017, following which there was On the other hand, Malhotra will be transforming businesses — by facilitating brand a board meeting where the decision was taken. responsible for driving key revenue teams to work through key challenges and Board members also elected K. Madhavan strategies across all segments of LBB. achieving business objectives — and reinvented (Asianet Communications), N.P. Singh (Sony His role will include developing LBB’s thinking in terms of product conceptualisation Pictures Network), Rajat Sharma (India TV) go-to-market strategy, driving its revenue and development. At Maxus, Priti has led the and Sudhanshu Vats (Viacom 18 India) as growth, managing client relationships, development of a Behavioural Science Lab that vice presidents of the foundation for the second launching transaction-based revenue merges the disciplines of behavioural science, consecutive term. Aroon Purie was elected streams, and developing its talent for the next sociology, and psychology to solve real-life busi- as the treasurer of the foundation. The Board phase of expansion. He was last appointed ness problems. She is also a certified coach that also co-opted CEO of Prasar Bharati, Shashi S. as VP sales and marketing with NDTV value adds to her leadership skills. Vempati as the director on the Board. Lifestyle.

30 afaqs! Reporter, October 1-15, 2 0 1 7